Mkt20025 Consumer Behaviour | Communication Assessment Answers
You are recently hired staff at CB Consultants, a leading Australian branding consultancy firm with the head office is based in Melbourne. Your job is to provide research and client support for the manager, Daniel Rayne. CB consultants recently met with a new client, Myer. Although Myer department store has been in the Australian retail space for many years, the brand appears to have lost its’ relevance and general direction. It has become clear that this client needs a more detailed knowledge of consumer behaviour. In fact, Daniel has asked you to provide a detailed report covering the following questions posted by Myer.
According to the diffusion theory of innovation, the communication channel is one of the four elements. Based on the concept of a reference group (e.g., different types of reference groups, opinion leaders and social media), you are required to identify two key communication channels that Myer is currently using and analyse by explaining how and why the two key communication channels are appropriate/effective or inappropriate/ineffective.
Answer:
The communication channel that is used by Myer is Face Book that helps them in reaching a large audience. Face Book is a widely used social media platform and the marketing done on these platform helps in increasing the revenue of Myer that makes it an effective communication channel. The support is provided to the clients by taking recourse to this communication channel. This communication channel proves to be extremely effective for Myers because of the news feed that helps in updating the posts in relation to the company. The video targeting campaign on Face Book is used by the company for increasing their relevance in the market. The paid advertisements are used by the retail company Myers for providing a direction to their business and it helps the company in getting detailed knowledge pertaining to the consumer behaviour (Bazarova et al. 2015). There are billions of people who use the social media platform of Face Book and information regarding target population can be gathered by the help of this social media channel. The analytic-based tools is made use of by Myers for gauging the preferences of the consumers and it can help them in earning more revenue. There are different kinds of monitoring option like Hoot suite that is used by the company for providing better service to the consumers that helps in making this communication channel effective for the company (Rauniar et al. 2014). Myer can know about the tastes of the audience and they are able to bring about innovations in their products and services with the help of this social media communication channel.
Another communication channel that is used by Myers for the promotion of their services is that of the flyers. The flyers are ineffective as the communication channel as it does not always reach the targeted audience. There are many people who go through the contents of the flyers but they may not be interested in the retail company, Myers. The flyers are distributed on the streets so that it can be supplied to the passers-by on the streets. The people who walk through the road are busy and they do not get the proper amount of time to read the content of the flyer (Pentus et al. 2018). The flyers help in providing an overall picture of the company but it does not feature the main highlights pertaining to the products of the company. The readers of the flyers do not get all kinds of information at their disposal with the help of the flyer which makes this communication channel ineffective for Myers. The flyers are hence often thrown away by the people and they are not read by the people. The handing out of the flyers to that of random people does not serve the purpose of targeting the specific market (Simon 2016). The people to whom the flyer is being handed out may not have any interest in relation to the products of Myer and therefore this communication channel can be stated to be ineffective for the retail company, Myers.
References:
Bazarova, N.N., Choi, Y.H., Schwanda Sosik, V., Cosley, D. and Whitlock, J., 2015, February. Social sharing of emotions on Facebook: Channel differences, satisfaction, and replies. In Proceedings of the 18th ACM conference on computer supported cooperative work & social computing (pp. 154-164). ACM.
Pentus, K., Ploom, K., Kuusik, A. and Mehine, T., 2018. How to optimize sales flyers–novel experiment design. Baltic Journal of Management, 13(2), pp.191-208.
Rauniar, R., Rawski, G., Yang, J. and Johnson, B., 2014. Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise Information Management, 27(1), pp.6-30.
Simon, F., 2016. Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness. Journal of Retailing and Consumer Services, 29, pp.12-21.
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